Page 29 - Baking Europe Journal - Winter 2022

INDUSTRY RESEARCH
WHAT ABOUT FLATBREADS? 29

Health and nutrition interest, especially those derived from Flatbreads and sustainability
The demand for healthier flatbread plants, as consumers believe that Sustainability-minded consumers
choices continues to grow as the plant-based diets (vegan and expect manufacturers to be up-front
trend for healthy eating continues to vegetarian) are healthier options. 3 about planet-friendly credentials,
gain traction in the food sector. sustainability and recycling
Flatbreads are perceived by many The demand for vegan flatbreads specifications. The production chain
consumers as healthy breads, accelerated during the pandemic due of flatbreads is increasingly using
however, in some case they are high to increased concerns over human sustainable crops and re-using its
in fat, sugar, carbohydrates and salt and planet health. Although the by-products. Relying on locally grown
and therefore for label-readers, claims vegan and vegetarian market are still crops to make flatbreads plays a
related to the absence or reduction in relatively niche, flexitarians are a pivotal role in sustainable economic
fat, salt, carb or sugar, are attractive bigger audience interested in development, it contributes to the
and help to persuade people to buy. plant-based related claims. reduction of greenhouse gas
emissions and CO footprint and
2
Also, consumers are more aware of Furthermore, gluten-free flatbreads benefits the local economy due to the
the list of ingredients and associate are starting to be seen as mainstream reduction in cost and energy of
healthiness with the absence of products since they are not only transport. During this year, the price
additive and preservatives. As a result, consumed by people with adverse of cereals has spiked worldwide due
companies are incorporating more reactions to gluten, but also by to Russia's invasion of Ukraine and
proteins, fibres, pulses, vegetables, people adopting a gluten-free diet thus the use of local sources could
seeds and whole or sprouted grains. as a healthier lifestyle choice. help in controlling the cost of such an
Wholegrain and fibre ingredients are Great nutritional progress has unexpected crisis.
promoted for their health benefits been achieved through improving
(e.g., weight management and satiety the formulation of gluten-free Organic farming is associated with a
and lowering the risk of hypertension products by reducing starchy lower impact on the environment due
and diabetes). Claims relating to ingredients and incorporating to the reduced use of chemicals
2
protein enrichment are also receiving more proteins and fibres. which are replaced by ecological and

BAKINGEUROPE Winter 2022/2023
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